随着A股上市公司纷纷赴港IPO（首次公开募股），"电商代运营第一股"若羽臣（SZ003010，股价41.77元，市值129.93亿元）也坐不住了。 转型阵痛与破局：从代运营巨头到自有品牌"爆品"制造者 若羽臣的崛起，离不开公司董事长兼创始人王玉对流量逻辑的精准把握。 公开资料显示，2007年，还在江西财经大学攻读产业经济学硕士的王玉，受王兴"校内网"启发创办了校园电商"爱购网"，初涉电商运营。毕业后他南下广 州，操盘本土药妆品牌"比度克"实现线上转型，年销售额突破3亿元。 2011年，王玉正式成立若羽臣，妻子王文慧同期加入。两人从母婴品类切入，代理德国品牌"哈罗闪"，赚得第一桶金。 处于特殊时期的2020年成为若羽臣的关键转折点。线下消费受阻，线上消费突进，直播带货成为风口。彼时，主打抖音电商代运营业务的若羽臣冲刺A股成 功，以72%的代运营业务收入复合增长率成为"电商代运营第一股"。 近期，若羽臣正式向港交所提交上市申请，联席保荐人为中信建投国际与广发证券。 《每日经济新闻》记者注意到，这家由"85后"夫妻王玉和王文慧执掌的公司，在资本市场早已不是陌生面孔。2020年9月，若羽臣以72%的代运营业务收入 复 ...

Core Viewpoint - Ruoyuchen, a fast-moving consumer goods e-commerce company listed on the Shenzhen Stock Exchange, has rapidly gained popularity in the new consumption sector, with its stock price increasing over 700% in the past year, leading to a market capitalization of approximately 13.7 billion RMB [2][3]. Group 1: Company Overview - Founded in 2011, Ruoyuchen initially focused on e-commerce agency services, specializing in beauty, pet food, and health products, becoming one of China's leading e-commerce TP companies [3]. - In 2020, the company shifted its strategy to launch its own brand, Zhanjia, targeting the high-end home cleaning market, and subsequently introduced other brands focused on oral beauty and dietary supplements [3][4]. Group 2: Market Trends and Positioning - The new consumption trend emphasizes personalized experiences and value recognition, driving brands to shift from merely selling products to creating resonance with consumers [4]. - Ruoyuchen positions itself as a consumer-driven new brand company, aiming to create popular products across multiple categories, focusing on "self-care," "health," and "quality" [4]. Group 3: Financial Performance - The company's total revenue grew from 1.217 billion RMB in 2022 to 1.766 billion RMB in 2024, with a compound annual growth rate (CAGR) of 20.5%, while net profit surged from 33.79 million RMB to 106 million RMB, reflecting a CAGR of 76.8% [10]. - In the first half of 2025, Ruoyuchen achieved a revenue of 1.319 billion RMB, a year-on-year increase of 67.6%, with net profit rising by 85.6% [10]. - The revenue structure has shifted significantly, with the self-owned brand business becoming the largest revenue source in the first half of 2025, surpassing the e-commerce operation service, which has seen a decline [10][11]. Group 4: Product and Brand Strategy - The flagship product Zhanjia includes items like laundry detergent and car air fresheners, combining functionality with emotional appeal, emphasizing "self-care and lifestyle aesthetics" [6]. - Zhanjia has the highest growth rate among established brands in the home cleaning industry, with a growth rate of 72.6% from 2022 to 2024 [8]. Group 5: Challenges and Risks - Despite rapid growth, Ruoyuchen faces challenges, including high dependence on a few e-commerce platforms, with 61.4% of its self-owned brand sales coming from Douyin in the first half of 2025 [16]. - The company has seen a significant increase in sales and marketing expenses, which reached 5.99 billion RMB in the first half of 2025, accounting for 45.4% of total revenue, raising concerns about long-term sustainability [17]. - The second-largest shareholder has been reducing their stake, which may affect investor confidence amid the company's rapid growth [18].

Core Viewpoint - Guangzhou Ruoyuchen Technology Co., Ltd. (hereinafter referred to as "Ruoyuchen") has submitted its prospectus to the Hong Kong Stock Exchange, with CITIC Securities International and GF Securities as joint sponsors. The company focuses on home cleaning and dietary supplements under its own brands, including Zhanjia, Feicui, and Niuyibei [2]. Financial Performance - Ruoyuchen's revenue for the years 2022 to 2024 is projected to be RMB 1.217 billion, RMB 1.366 billion, and RMB 1.766 billion, respectively, with net profits of RMB 33.79 million, RMB 54.29 million, and RMB 105.64 million for the same years [3]. - In the first half of 2025, the company achieved revenue of RMB 1.319 billion, representing a year-on-year growth of 67.6%, with a net profit of RMB 72.26 million, up 85.6% year-on-year [2]. Shareholding Structure - Before the IPO, the company is controlled by Wang Yu, Wang Wenhui, and Tianjin Yayi, who collectively hold approximately 42.93% of the equity [4]. Management Team - Wang Yu, aged 40, is the Executive Director, Chairman, and General Manager of the company, having founded it in May 2011. He is responsible for the overall strategic planning and business direction [5]. - Wang Wenhui, aged 39, was appointed as a director in May 2017 and has extensive experience in finance and equity investment. She has held various roles within the company and is currently a senior consultant for employee career development [6][7].